To some extent, the overall outbreak of the closet industry in 2019 is a comprehensive result of the right place and the right people.
Editor’s note: This article is from WeChat public account “ Reading entertainment ” (ID : Yiqiduyu), author Ruogu.
Meituan serves as a connection channel to divert users to the store, deeply tapping the consumer potential of the user crowd, and making the entertainment project of the secret room a part of the youth The new favorite of leisure and entertainment has extended the unique circle culture in the industry, spreading positive energy feelings such as patriotism and love for public welfare, and also vigorously promoted the development of the night economy, which finally led to the explosion of the entire closet industry.
What are young people playing today? There is no doubt that the secret room is one of them.
In October 2008, the first live room escape shop in China was the germination of the closet industry in China.
After more than ten years of development, the connotation and extension of the closet have changed a lot.
From the relatively simple “back room escape” to the current definition of “real-life games”, it carries more interactive and dramatic elements, and pays more attention to the player’s sense of participation. Its originality and leadership have expanded its international influence and become Representative of emerging industries in China’s foreign cultural export. ♪At the same time as the upgrade of the closet experience, the closet industry has also entered a new round of expansion, forming the industry pattern of the three-room closet world in Beishangchuanyu, and has also ushered in an explosive period of development of the closet industry.
According to the forecast of the China Entertainment Industry Association Real Scene Entertainment Branch, in 2019, the overall size of the closet industry (including transactions caused by the industry’s upstream, midstream and downstream) is expected to exceed 10 billion yuan, doubling from 2018 (about 5 billion yuan).So, what is the underlying logic of the booming backroom industry?
Meituan recently held a ”
2019
Annual Consumer Insights Report on the Closed Chamber Industry (hereinafter referred to as””
“Report”
”
The media conference on new trends in play and entertainment was launched to gain insights into young people ’s offline play and consumption trends. It has comprehensively described and interpreted the Chinese closet industry from multiple dimensions, including the business layer, platform layer, and user layer.
Merchant layer: will “do something” New hires are the driving force of the industry
In the “Report on New Professionals in the Living Service Industry 2019”, a new generation of job-hunting youths, adhering to the spirit of freedom and professionalism, are no longer constrained by traditional job-choosing concepts, and the secret room designers are rich The characteristic new occupation field is one of the new choices for employment.
Most secretive entrepreneurs are “halfway monks.”
According to the survey data from the Meituan Research Institute, 18.8% of the closet operators were business managers before engaging in the closet industry, ranking first;
11.9% of the closet operators were technical staff before engaging in the closet industry;
3.6% of closet operators were professionals (such as doctors / lawyers / stylistics / reporters / teachers) before working in the closet industry.
The closet industry is rare as an emerging industry. The precedent can be referred to.
Most of the operators of secret rooms come from across the borders. In the early days of entrepreneurship, they can be said to “cross the river by feeling the stones” and enter the new blue ocean of secret rooms, which has become a model for contemporary “new staff.”Although the operators of the closet are cross-border entrepreneurs, they all have the characteristics of high education and professionalism in the background of academic backgrounds, laying a foundation for the start-up and iteration of the closet.
At the conference site, Du Yu interviewed several secret room operators. They have always believed that in the secret room industry, the ability of the practitioners and the unique fun are the keys to success.
To some extent, each brand’s secret room is characterized by the concentrated appearance of the personal ideology of the operator and designer of the secret room, and eventually becomes the characteristic of their respective brands.For example, Zhao Yi, the founder of “Yoyou Island”